BFCM is the single biggest new-customer event of the year

Brands see more new buyers during peak season than the prior 3 months combined. New shoppers are flooding in, repeat customers are buying differently, and SMS is driving more growth than ever. 

This guide unpacks the key dynamics shaping peak season, and how brands can respond with smarter, data-driven marketing powered by Klaviyo.

1. New shoppers oxygenate retail

“Know your shopper” has long been the mantra in retail. And if there’s one thing to know about peak season, it’s this: new shoppers will make or break your results.

During BFCM, the floodgates open. You’ll see more new shoppers in a few peak weeks than you did in the prior 3 months combined. And the top 10 shopping days alone deliver more fresh buyers than the entire month of February. 

In verticals like apparel & accessories, home & garden, and sporting goods, new orders outpace repeat ones during the middle weeks of peak season.

What to do with this insight

Treat BFCM as your biggest acquisition event of the year. Make sure every new buyer flows into welcome and post-purchase journeys that transform one-time purchases into long-term loyalty. Automating these flows will help you capture every opportunity without losing time.

2. AOV shapes the share of new shoppers

While the pattern of “more new during peak” holds across categories, the baseline looks different depending on a brand’s average order value (AOV) and vertical. 

In apparel & accessories and food & beverage, brands with lower AOVs tend to attract more new shoppers during peak season, suggesting that an accessible price point encourages new consumers to trial the brand.

On the flip side, in health & beauty, home & garden, and sporting goods, lower AOVs actually correspond to a smaller share of new buyers. In these categories, higher-value purchases may be more motivating for new shoppers to try new brands during BFCM, while lower-value goods remain the domain of loyal repeat buyers.

What to do with this insight

Your AOV is an important factor in how effectively you can use BFCM to grow your customer base. If you operate in categories where lower AOVs bring in more new shoppers, lean into accessible offers and bundles that maximize conversion. If you’re in categories where higher AOVs deliver more new customers, position your premium or higher-ticket products front and center during peak season.

Either way, align your promotional strategy to your vertical’s AOV dynamics. This way, you’re not just chasing sales. You’re strategically converting the right kind of first-time buyers into long-term loyalists.

3. Season success requires strong relationships with repeat shoppers

Winning during peak season isn’t just about attracting fresh faces. It also depends on the loyalty of the customers you already know. Repeat shoppers play a critical role in driving consistent revenue, and during BFCM, re-engaging this group requires intentional relationship-building and direct outreach.

The data shows that while all channels contribute to elevated buying activity during peak, email and SMS are uniquely powerful for engaging repeat customers. Other channels are geared more toward new acquisition, but your owned channels give you a direct line to the people who already trust your brand.

What to do with this insight

To maximize repeat shopper contributions, double down on email and SMS. Use these channels to deliver personalized offers, restock reminders, loyalty perks, or VIP access that make your most valuable customers feel seen and appreciated.

And don’t treat repeat shoppers as an afterthought to new acquisition. Plan campaigns that specifically nurture your best buyers during BFCM and beyond, because strengthening those relationships not only boosts peak performance but also drives retention well into the new year.

4. SMS is uniquely suited for growth during peak

So where did brands source shopper growth last year? The answer is clear: SMS. During peak season and the weeks leading up to it, SMS delivers massive growth—not just in bringing in new shoppers, but also in driving repeat purchases.

If you were to double down on only one channel for BFCM, SMS would be the obvious choice. Its immediacy and reach make it a powerhouse for capturing attention during the most competitive shopping days.

But peak success isn’t built on a single channel. Omnichannel strategies are how you make sure every shopper—whether new or repeat—stays engaged, no matter where they prefer to shop.

What to do with this insight

Make SMS a cornerstone of your BFCM strategy, but don’t stop there. Pair it with email and other channels to deliver a cohesive experience that balances acquisition with retention. SMS can open the door, but omnichannel makes sure customers keep walking through it.

5. Discounts double during peak season, and repeat shoppers benefit most

Discounting is one of the most powerful levers brands and retailers pull to drive peak season sales. Both new and repeat shoppers see steeper deals in November and December, but the data shows that it’s repeat customers who often earn the biggest savings. 

Across nearly every country we tracked, discount rates during peak season nearly double compared to the rest of the year.

In the US and the UK, discount rates for repeat shoppers jump well into the high teens during peak. In Germany, the gap is even starker: repeat customers see discounts surpassing 27%, far higher than new shoppers. 

France shows a more balanced approach. There, discounts are elevated for both groups, but not as dramatically. Discounts in Australia and New Zealand, meanwhile, land somewhere in the middle, with steady increases across both regions. 

Globally, the story is consistent: deeper deals are a cornerstone of peak shopping, especially for loyal buyers.

What to do with this insight

Discounts are table stakes during BFCM, but how you use them matters. Structure your offers to not only bring in new customers, but also reward your best repeat shoppers. Consider layering perks like exclusive VIP discounts or early access for loyal buyers to deepen relationships, while still offering competitive deals to capture first-time purchasers.

By tailoring discounting strategies to shopper type, and accounting for regional expectations, you can maximize conversion without unnecessarily cutting into margins.